Analysis of Changes in Marketing Communication Strategy Due to

Impact of Covid-19 Pandemic (Case Study on PT. BRI Asuransi

Indonesia)

Eravany Noura Widyanggari

Universitas Budi Luhur
Jakarta, Indonesia
eravany23@gmail.com

ABSTRACT

Marketing Communication Management is the activity of planning, organizing, executing and

controlling in communications with the aim of marketing products or services to customers. This
form of management communication has now developed into Integrated Marketing
Communication (IMC) where stages in marketing communication are in an integrated process so
that it can provide a clear product description, raise interest from potential customers and create
sustainable interactions from awareness to loyalty. PT. BRI Insurance Indonesia is a financial
services company to market insurance products for both BRI customers and general customers.
The purpose of this study is to see changes in the communication strategy of PT. BRI Asuransi
Indonesia due to the impact of the Covid 19 pandemic which requires the government to
implement the Large-Scale Social Restrictions (PSBB) policy. The research method used is a
qualitative method with a case study design. Collecting data through interviews, observation,
document analysis and FGD. The results of this study indicate that during the Covid 19 pandemic,
PT. BRI Asuransi Indonesia changes its marketing communication program to digital. The
advertising media used is social media with a focus on interactive marketing with customers. PT.
BRI Asuransi Indonesia also carries out its publicity by following the invitation as a resource
person in several Webinars (Web Seminars).

Keywords: (Marketing Communication, Strategy, Insurance, Covid-19)

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INTRODUCTION
The Spread of Covid-19 In Indonesia
Epidemiologist and Biostatistician, Faculty of Public Health (FKM), University of Indonesia
(UI), Pandu Riono revealed that data on the origin of the spread of the corona virus or COVID-19
in Indonesia had entered Indonesia, not when the President announced, raising cases in early
March but actually local transmission has entered and spread in Indonesia since January 2020.
This refers to data from the DKI Jakarta Health Office where there are already people with
symptoms of the COVID-19 virus and People Under Monitoring (ODP)
(https://www.liputan6.com/news/read/4232050/top-3-news-puncak-corona-covid-19-
diprediksi-minggu-kedua-dan-ketiga-mei)
The development of exposure cases to the COVID-19 virus in Indonesia has shown a
significant increase, especially in the capital city, DKI Jakarta. Since the first spread, from January
21, 2020 to October 11, 2020, the total positive cases of the COVID-19 virus in Jakarta reached
87,006 positive cases, of which 82.2%, around 71,549 people have recovered, 10,863 carried out
independent isolation, 2,693 of them or equal to 3.1% treated, and 1,901 cases or as much as
2.2% died (www.corona.jakarta.go.id)

Figure 1. Graphic of Positive Covid-19 Cases in DKI Jakarta Region as of October 11, 2020

Source: www.corona.jakarta.go.id, 2020

Large-Scale Social Restrictions (Pembatasan Sosial Berskala Besar)

Positive sufferers continue to increase, prompting the DKI Jakarta Government to close
activities both inside and out activities, people movement who come to Jakarta and activities for
people traveling outside Jakarta. With regard to the increasing number of sufferers who are
positively infected by COVID-19 every day, Governor Anies Baswedan proposed to the Minister
of Health to get permission to impose Pembatasan Sosial Bersakala Besar (PSBB) or Large-Scale

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Social Restrictions (LSSR) which was finally approved through Pergub DKI Nomor 33 Tahun 2020
dan Kepgub DKI Nomor 380 Tahun 2020 refer to Peraturan Menteri Kesehatan No. 9 Tahun
2020.
This Governor Regulation is intended as a guideline for implementing the Large-Scale
Social Restrictions (PSBB) in the context of accelerating the handling of Corona Virus Disease
(COVID-19) in DKI Jakarta Province. In addition to the obligation to use masks outside and carry
out Clean and Healthy Behavior (Perilaku Hidup Bersih Sehat - PHBS), the Pergub also regulates
restrictions on activities outside the home which include:
a. Implementation of learning in schools and or educational institutions;
b. Work activities at work;
c. Religious activities in worship places;
d. Activities in public places or facilities;
e. Socio-cultural activities;
f. Movement of people and goods using transportation modes.
The impact of the enactment of the Pergub has resulted in changes to the work patterns of
educational institutions, companies, organizations, and activities related to mass gatherings. One
of them cannot be separated from the activities and work patterns of private companies engaged
in financial services, namely PT. BRI Asuransi Indonesia.

Work From Home (WFH) Terms

Referring to the Governor regulation in Part Three of Article 9 Paragraph 2 of the DKI
Governor Regulation Number 33 of 2020 (Pasal 9 Ayat 2 Pergub DKI Nomor 33 Tahun 2020) states
that during the temporary suspension of working activities at the workplace / office, it is
mandatory to replace working activities in the workplace with activities of working at home /
residence. The next paragraph explains that a workplace that suspends work activities at the
workplace is obliged to maintain services provided and / or business activities to run on a limited
basis, as well as to maintain worker productivity / performance. PT. BRI Asuransi Indonesia
considers it necessary to apply WFH and WFO regulation with a rotation system and a division of
working hours into 3 shifts which are regulated by the head of the working unit. This regulation
is stated in the internal official note of PT. BRI Asuransi Indonesia which regulates the adjustment
policies for “Work From Home” (WFH) and working hours.

PT. BRI Asuransi Indonesia

PT. BRI Asuransi Indonesia is a subsidiary of Bank Rakyat Indonesia which was acquired
on September 26, 2019. As a newly acquired company, the Holding company has certainly
prepared a mature business plan for the next 5 years as a performance report to the holding
company. In 2019 PT. BRI Asuransi Indonesia has earned gross premium of Rp. 1,707,538,000,000

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where there was an increase of 18% from the previous year. Likewise, the growth from 2017 to
2018 was 14%, according to the following premium growth chart.

Figure 2. Graphic of Premium Growth of PT. BRI Asuransi Indonesia 2017 - 2019

Source: PT. BRI Asuransi Indonesia (processed)

This Company engaged in the financial services and insurance sector needs to maintain
its performance in 2020, even in the midst of the Covid-19 virus pandemic which requires most
of its workers to work from home (WFH) during Large-Scale Social Restrictions (PSBB). Products
marketed by insurance companies are not in the form of goods that can be measured by naked
eyes but are service products, where a detailed explanation and its understanding by prospective
customers of the products are needed. According to (Ratih Hurriyati, 2015, p. 47) Service is an
economic activity with output other than products in the physical sense, consumed and produced
at the same time, providing added value and in principle being intangible for its first buyer.
A service product has special uniqueness and characteristics that differentiate it from
other products. According to (Adrian Payne, 2000, p. 27) the characteristics and uniqueness of
services are: (1) intangible, (2) variability, (3), inseparable, (4) Perishability.
PT. BRI Asuransi Indonesia has 55 conventional insurance products and 17 Syariah insurance
products, of which the 5 prime products are as follows:
1. Micro Insurance Products
2. Fire Insurance Products
3. Car Insurance Products
4. Marine Cargo Insurance Products
5. Money Insurance Products

Of course, marketing service products in which are not a primary need is not easy,
especially in the situation and conditions of the Covid-19 pandemic and in the middle of
government regulations regarding Large-Scale Social Restrictions “Pembatasan Sosial Berskala
Besar”(PSBB).

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Taking into accounts the above matters, this research aim is to define: How is the marketing
communication strategy implemented by PT. BRI Asuransi Indonesia to meet the acquisition
target of the holding company, and the achievement of premiums and growth in 2020, in the mid
of the Covid-19 pandemic, which is in accordance with the regulation of the DKI Jakarta regional
government to implement the Large-Scale Social Restriction (PSBB)?
Based on the above problems, several research questions can be formulated as follows:
1. How is the marketing communication strategy of PT. BRI Asuransi Indonesia before the
Covid-19 pandemic?
2. How is the marketing communication strategy of PT. BRI Asuransi Indonesia after the Covid-
19 pandemic and the implementation of the Large-Scale Social Restrictions (PSBB)?
3. What changes occur before and after and how they impact the production achievement of
PT. BRI Insurance Indonesia?
This study is intended to determine changes in the company's marketing communication strategy
in marketing its insurance service products, before and during the Covid-19 pandemic. Especially
for prime products of PT. BRI Asuransi Indonesia namely Micro Insurance product and examines
in more detail the impact of the change in marketing communication strategy.

Integrated Organizational Marketing Communication

Integrated Marketing Communication Management is the activity of planning, organizing,
executing and controlling communication with the aim of marketing products or services to
customers. This form of communication management has now developed to be Integrated
Marketing Communication where all stages of marketing communication are packaged in an
integrated process so that it can provide a clear product description, arouse potential customer
interest and create sustainable interactions from awareness to loyalty.
According to Kotler and Keller (2012) Integrated Marketing Communication (IMC) is a
marketing communication planning concept that recognizes the added value of a comprehensive
plan. The American Association of Advertising Agencies (AAAA) states that IMC is a marketing
communication planning concept that appreciates the importance of added value from a
comprehensive planning that is used to evaluate the strategic roles of various communication
disciplines, for example general advertising, direct response ( direct response), sales promotion,
and public relations (public relations), and combine all of these disciplines to provide clarity,
consistency and maximum communication impact. Meanwhile, according to (Wibowo & Priansa,
2017, p. 175) Integrated Marketing Communication is a marketing strategy, tactic and activity in
which a company begins to focus its various channels to deliver a single, effective message
through various tools in new promotions. This message is a message that is able to attract the
attention of the segment and target market it is aiming for.

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Research Methods
This research, however, used a descriptive qualitative method with a case study approach. Case
study research is a research that examines contemporary phenomena as a whole and comprehensively
under actual conditions using various forms of qualitative data. (Pujileksono, 2016, p. 48). According to
(Robert K. Yin, 1996) a case study is a more suitable strategy if the main question of a research is related
to "how" and "why", if the researcher has little opportunity to control the events to be investigated, and
if the research focus lies in contemporary (present) phenomena in the context of real life. Researchers
conducted interviews with key informants to obtain information about how the organizational marketing,
communication strategy of PT. BRI Asuransi Indonesia. The research was conducted in October 2020 using
historical data on the marketing program for January - September 2020, which will be divided into three
quarters.

Data collection technique

The data collection technique was carried out by making observations, interviews with key
informants, focus group discussions (FGD) and documentation studies. Research data from interviews and
FGD’s were recorded through direct observation and in-depth interviews. Documentation is also used as
a supporting data collection technique. Interviews were conducted with key informants who occupy
strategic positions in accordance with the field to be studied. The results of interviews and in-depth
observations were collected, and data reduction was carried out. Data reduction means summarizing,
selecting the main thing, focusing on the important things, looking for patterns and themes. From the
results of the interview, then summarized and finalized through a focus group discussion (FGD) so that
the information obtained can be more comprehensive. The next stage of data analysis is the presentation
of data and drawing conclusions and verification.

Triangulation
Testing the reliability and validity of the data, researchers used triangulation, which is a multi-
method approach that researchers take when collecting and analyzing data. According to (Denzin in
Pujileksono, 2016, p. 144) triangulation includes 4 things, namely: (1) Triangulation Method, (2)
Triangulation between researchers, (3) Triangulation of data sources, (4) Triangulation of theory.
According to (Moloeng dalam Ikbar, 2012, p. 166), triangulation is a technique of checking the validity of
data that uses something else in comparing the results of interviews with the object of research. In this
study, researchers used triangulation of methods and triangulation of data sources. Method triangulation
is done by comparing information obtained from observation, interview and FGD methods and
triangulation of data sources, in this research was comparing information obtained from interviews with
informants held is General Manager and Deputy General Manager as well as Manager and Sales
Supervisor.

Framework
The Covid-19 pandemic that occurred in 2020 and PT. BRI Asuransi Indonesia, which is engaged
in services, especially financial services, where according to BPS research results, GDP growth according
to business fields has decreased by -10.32% in the financial services sector, making it interesting for
further research, especially for companies engaged in insurance.

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 Figure 3. Graphic of GDP Growth by Business Sector Q2 (BPS)

Source: Central Bureau of Statistics (BPS)

Insurance services is not a primary need, so a coordinated and targeted marketing communication
strategy needed. The right communication strategy can prevent companies from losing profit due to
ineffective and inefficient promotional activities and publications. One model for measuring marketing
communication strategies is the PR Smith's SOSTAC® Planning System model (https://prsmith.org/wp-
content/uploads/2014/11/SOSTACHANDOUTMOBILE.jpg). This model takes into accounts internal
objective conditions with objective conditions. This research furthermore wants to know how the
communication program planning carried out by PT. BRI Asuransi Indonesia during the Covid-19 pandemic
through the concept of Integrated Marketing Communication (IMC).

The time span of this research is to use historical data in the period before the Covid-19 pandemic
in the first quarter (Q1), January to March 2020 compared to the period of Covid-19 pandemic which is
divided into quarters, Period April to June 2020 (Q2) and July to September 2020 (Q3) as transition period.

Figure 4. Time Range Used in Research

Source: Researcher

The main framework used in this research is the concept of integrated organizational marketing
communication which is implemented by PT. BRI Asuransi Indonesia in facing the Covid-19 pandemic
situation with the implementation of WFH during Large-Scale Social Restriction (PSBB).

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 Figure 5. The Flow of Research Thinking Framework

Source: Researcher

RESULT AND DISCUSSION

Marketing Communication
There are many ideas from various literatures regarding the definition of marketing
communication, among others according to (Wibowo & Priansa, 2017, p. 48). The definition of
communication to customers is the exchange of ideas, input, information, and criticism that have a
specific purpose, presented personally or impersonally through symbols or signals, so that messages from
the company and from customers can be understood effectively. Meanwhile, according to (Machfoedz,
2010, p.17) marketing communication is a term used to describe the flow of information about products
from marketers to consumers. Marketers use advertising, direct marketing, publicity, promotion, sales
and direct selling, to provide the information they hope will influence consumer purchasing decisions.
Otherwise, consumers use them in the buying process to gather information about the characteristics and
benefits of the product.
Based on the above understanding, the researcher concludes that marketing communication is
any kind of activity to convey information or messages about products or services, communicated in detail
to the public, so as to convince and change customer attitudes to take product purchase actions. Likewise,
in its implementation on the purchase of insurance services at PT. BRI Asuransi Indonesia, how to design
information and messages that are effective and efficient so that they are well conveyed and accepted by
the public and change people's attitudes to make product purchases.

SOSTAC®
The SOSTAC® method developed by Paul Smith contains the steps that must be carried out in the
marketing strategy and development strategy up to the implementation stage by identifying:
• S – Situation Analysis
• O – Objective
• S – Strategy

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 • T – Tactics
• A – Actions
• C – Control
Figure 6. Diagram SOSTAC® by Paul Smith

Source: https://prsmith.org

(S) Situation Analysis – Where Are We Now?

The first S means where the company is currently positioned. Marketplace SWOT analysis is the first step
that must be taken in analyzing the current position using the SOSTAC method. In SWOT analysis is a
strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats
involved in the company's journey. This analysis is based on logic that maximizes opportunities but
simultaneously minimizes shortcomings and threats and compares internal and external factors (Octavia,
Maria dan Adji Nugroho, 2014: 14)

Table 1. SWOT Matrix

Internal Strength (S) Weakness (W)
Factors Determines internal Determines internal
External strength factors weakness factors
Factors
Opportunities (O) Strategi S-O Strategi W-O
Determines external Utilizing strength to take Minimizing weakness to
opportunities factors advantage of opportunities take advantage of
opportunities
Threats (T) Strategi S-T Strategi W-T
Determines external Utilizing strength to Minimizing weakness to
threats factors overcome threats overcome threats

Source: Albert Humphrey (on Octavia, Maria and Adji Nugroho 2014: 14)

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Result of SWOT Analysis of PT. BRI Insurance Indonesia as a whole is as follows:
Internal Factors
1. Strength (Kekuatan)
The strength of PT. BRI Asuransi Indonesia is as a subsidiary company of the BRI Pension Fund which
was recently acquired by PT. Bank Rakyat Indonesia, so that it has a significant additional capital to
manage its company. In addition, the PT. BRI Asuransi Indonesia spread throughout Indonesia
following the network of PT. Bank Rakyat Indonesia. The advantages of PT. BRI Insurance Indonesia
is a type of Micro Insurance, which is a type of insurance intended for low-income people based on
the characteristics of SMES (Sederhana, Mudah, Ekonomis, Segera)
2. Weakness (Kelemahan)
Lack of human resources owned by PT. BRI Asuransi Indonesia, where currently the number of
employees of PT. BRI Asuransi Indonesia consists of 825 workers, while the available formation
provisions are 924 workers. From these data shows that the strength of the workers of PT. BRI
Asuransi Indonesia has only reached 89.2%, and there is a shortage of 99 workers. How the company
can still work optimally to achieve its goals even in the midst of this existing shortcoming is the real
challenge to be redressed.

Eksternal Factors
3. Opportunities (Peluang)
Following with its holding company, PT. BRI Asuransi Indonesia focuses on the target market for the
micro community and micro small medium enterprises (UMKM), where currently the number of
micro-entrepreneurs occupies 99.9% and the government strongly supports the sustainability of
MSMEs with various government policies and regulations. Another opportunity is that currently
Micro insurance service providers are very limited, not all insurance companies sell these products
commercially.
4. Threats (Ancaman)
The most significant threat is the rapid changing technological developments, requiring the micro
community, which is the main target market of PT. BRI Asuransi Indonesia, must immediately adjust
to these technological developments, while on average the micro community does not have access
to technology and some micro people located in remote areas that may have network difficulties.

SWOT Matric Analysis

5. Strategy S-O
By matching internal strengths with external opportunities, the S-O strategy implemented by PT. BRI
Asuransi Indonesia is marketing the prime insurance products of PT. BRI Asuransi Indonesia by
utilizing the network of the parent company PT. Bank Rakyat Indonesia.
6. Strategy S-T
By pairing internal strength with external threats, the S-T strategy implemented by PT. BRI Asuransi
Indonesia to continuously marketing the insurance products services with advance and technological
development by strengthen visual communication media and facilitate access to product purchases
through mobile phone and gadgets.

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7. Strategy W-O
By comparing internal weaknesses with external opportunities, the strategy adopted by PT. BRI
Asuransi Indonesia in coordination with the parent company, to create synergy and integration,
especially in terms of human resource procurement. One of the strategies that has been
implemented is by assigning middle management employee of PT. Bank Rakyat Indonesia to be hired
at PT. BRI Asuransi Indonesia in certain position formations temporarily.
8. Strategy W-T
By corresponding internal weaknesses with external threats, the W-T strategy implemented by PT.
BRI Asuransi Indonesia is to develop human resources for technology through technology training
and system socialization that is more intense following technological developments.

(O) Objective – Where Do We Want To Be?

The position desired by a company is reflected in the company's vision and mission:
Vision of PT. BRI Asuransi Indonesia: To become a leading insurance company, capable of providing a
sense of security and optimal benefits to all interested parties (stakeholders)
Mission of PT. BRI Insurance Indonesia:
1. Carry out healthy and profitable insurance activities based on the principles of good corporate
governance (GCG)
2. Providing excellent service in the insurance sector to all customers and providing optimal benefits to
all interested parties (stakeholders)

For further detailed analysis (S) Strategy - How We Get There? (T) Tactics - How Exactly Do We Get There?,
(A) Actions - Who Does What, When and How, (C) Control - How Do We Know We Will Get There? It is not
discussed further in this study because it is undisclosed for public.

Integrated Marketing Communication of PT. BRI Insurance Indonesia

Integrated Marketing Communication (IMC) is a cross-functional process to create and maintain
mutually beneficial relationships with customers and other stakeholders. IMC aims to create a strong and
long-term brand relationship through communication elements at the marketing management level that
will ultimately create sales and profits for the company. (Wibowo & Priansa, 2017, p. 168).

The promotional and marketing elements which are referred to as the marketing communication mix
consist of:

1. Periklanan (Advertising)
To put commercial advertising / advertise on mass media and social media such as Instagram,
Facebook and Twitter are a common activity on promoting products. In choosing advertising media,
it must be very selective so that the purpose of the message is conveyed well. According to (M.
Suyanto in Octavia, 2014, p. 9) things that need to be considered in choosing media include:

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a. Jangkauan (Range)
The number of people or households who see certain media exposure at least once in a certain
period. In the case of PT. BRI Asuransi Indonesia, the communication media chosen, is through
social media Instagram with consideration that this is the fondest and loved social media today.
The difference in communication material displayed before the pandemic and during the
pandemic is on the visual communication design. According to (Octavia, 2014, p.10) a designer
must understand 3 main thoughts that can help the success of the art as a problem solver,
including: (1) understanding the form of the message to be conveyed, (2) being able to interpret
the tendencies of the group's physical and psychological conditions the target community, (3)
Choosing the type and style of language that is compatible with the message conveyed.
Case study of an advertisement Micro Insurance product displayed by PT. BRI Asuransi Indonesia
is more prominent when compared to advertisement before the pandemic.

Figure 7. Comparison of advertise displayed on Social Media

Source: PT. BRI Asuransi Indonesia (Processed)

The choice of colors used is more attractive and contrasting (blue-orange) so that the message to
be conveyed is clearer and right on target. The use of the cart illustration also reinforces the
tendency of the recipients of the message that microinsurance is intended for micro-businesses
with low income segment. The language used also attracts more attention according to the jargon
that is viral today.
b. Frequency
The number of people or households who see the message exposure in a certain period. The
number of ads displayed on social media during the Covid-19 pandemic was more intense, 306
times media upload with different themes every day during the period April to October.
c. Influence / impact
Influence means value of the quality of an exposure through certain media. In order assessing the
effect of PT. BRI Asuransi Indonesia advertising is measured by the number of Instagram followers
until December 2020 which reached 1764. This research updated by current data (real condition
on January 2021).

Electronic copy available at: https://ssrn.com/abstract=4250573

 Figure 8. Instagram Analysis Rating - December 27th 2020

No Social Media Media Followers Engagement AVG Likes AVG Total

Upload Number Rate Comments Grade
1 @bri.insurance 306 1,764 3.52% 56.85 5.20 C
2 Competitor A 1,007 12,404 2.52% 242.10 70.85 C+
3 Competitor B 1,276 3,814 3.85% 123.10 23.70 C
4 Competitor C 361 3,853 3.53% 99.05 36.90 C
5 Competitor D 447 5,653 0.97% 54.25 0.70 C
6 Competitor E 765 765 0.89% 121.65 49.20 C+

7 @bankbri_id 2,273 540,482 0.38% 1,405.25 622.45 B

Source: PT. BRI Asuransi Indonesia (Processed)

d. Micro scheduling
The problem is how to allocate advertising costs in a short period of time to get maximum impact.
There is no special allocation for micro scheduling in PT. BRI Insurance Indonesia.
e. Macro Scheduling
Advertisement scheduling issues with regard to trends or business cycles. Advertisement schedule
in which conducted by PT. BRI Asuransi Indonesia is in accordance with national events and related
to ‘refresh’ product awareness.
f. Geographic Allocation
Advertisers can determine their target market and adjust local or global segment. Geographical
allocation is not a criterion for determining advertising target, because the media used is digital,
so that it can be reached by people in any geographic area.

2. Pemasaran Langsung (Direct Marketing)

Direct marketing is a way of company effort to communicate selling products directly. In connection
with the Covid-19 pandemic conditions, direct sales or direct marketing is not possible for PT. BRI
Insurance Indonesia. WFH requirements and rules for meeting 3M's health protocols, which are,
maintaining distance, wearing masks, and washing hands are changing the pattern of direct
marketing communications. Nowadays, marketers make prior appointments and made online
product presentations through the zoom online meeting application.

3. Promosi Penjualan (Sales Promotion)

Sales promotions are short-term motivations to encourage the purchase or sale of goods or services.
During this pandemic, the sales promotion carried out by PT. BRI Insurance Indonesia is to provide
special discounts on certain events. An example was a sales promotion of 17% + 8% discount during
the Independence Day event of the Republic of Indonesia for vehicle insurance purchases through
digital applications issued by PT. BRI Insurance Indonesia, namely BRINS Mobile.

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The effectiveness of this marketing program can be measured from the social media traffic in
Instagram. Instagram engagement rate increase 1.67% after the marketing promotion program
launched whilst media upload was only 7 but the program effectively proven to reach engagement
rate reached 5.09% and the significant increases of the follower number occurred on 14th, 15th, and
17th August (Figure 12.)

Figure 9. Instagram Analysis Rating – August 5th 2020 Before Promotion Event

No Social Media Media Followers Engagement AVG Likes AVG Total

Upload Number Rate Comments Grade
1 @bri.insurance 236 1,171 3.47% 52 1.2 C
2 Competitor A 864 9,020 2.34% 171.96 39.2 C+
3 Competitor B 1,019 2,861 2.60% 72.24 2.2 C
4 Competitor C 290 2,474 1.12% 27.78 0.36 C
5 Competitor D 390 5,103 0.60% 25.84 4.68 C+
6 Competitor E 659 17,743 1.12% 138.56 59.28 C+

7 @bankbri_id 1,758 395,709 0.30% 1,038.96 140.52 B

Source: PT. BRI Asuransi Indonesia (Processed)

Figure 10. Instagram Analysis Rating – August 19th 2020 After Promotion Event

No Social Media Media Followers Engagement AVG Likes AVG Total

Upload Number Rate Comments Grade
1 @bri.insurance 242 1,269 5.09% 60.7 3.90 C
2 Competitor A 883 9,351 1.56% 121.25 24.35 C+
3 Competitor B 1,046 2,900 2.52% 70.7 2.25 C
4 Competitor C 298 2,802 5.70% 93.25 66.60 C
5 Competitor D 402 5,112 0.28% 13.85 0.70 C+
6 Competitor E 673 17,914 1.03% 129.05 55.50 C+

7 @bankbri_id 1,846 406,122 0.28% 1,016.35 136.35 B

Source: PT. BRI Asuransi Indonesia (Processed)

Electronic copy available at: https://ssrn.com/abstract=4250573

 Figure 11. Instagram Followers Count – August 2020

Source: PT. BRI Asuransi Indonesia (Processed)

4. Penjualan Personal (Personal Selling)

Personal selling is a live presentation made by a company's sales force with the aim of selling and
building relationships with customers. During the Covid-19 pandemic, PT. BRI Asuransi does not do
personal selling with live presentations, but using digital media and social media.

5. Pemasaran Interaktif (Interactive Marketing)

Interactive marketing conducted by PT. BRI Asuransi Indonesia during the pandemic is to make
quizzes on digital media Instagram, Twitter, Facebook, and you tube and held a give-away marketing
program to the selected quiz winners. Another interactive marketing program at the time when PT.
BRI Asuransi Indonesia had the opportunity to open a sales booth at a corporate customer for 3 days.
At the event, interactive games such as dart games were provided to attract visitors and provide
coupons that could be exchanged for a coffee when visiting the booth, whilst still obeying to
applicable health protocols.

6. Hubungan Masyarakat (Public Relation)

Public relations mean building good relations with various stakeholders with the aim of getting wide
publicity and building a positive image. During the pandemic, PT. BRI Asuransi Indonesia conduct
more publicity aggressively by participating in invitations as a keynote speaker in several Webinars
(Web Seminars). Participation rate of PT. BRI Insurance Indonesia at the seminars in 2020 increased
by more than 100% compared to last year. There were 10 webinars during the Covid-19 pandemic
period where PT. BRI Asuransi Indonesia was as the keynote speaker.

Impact on the Achievement of PT. BRI Asuransi Indonesia

The Covid-19 pandemic has changed the situation and conditions of the global market, including
insurance provider. As a response to these changes, PT. BRI Insurance changed its communication strategy
to be focused more on digital, through the BRINS Mobile application and enhance company's internal
business process by optimizing technologies. Through this new digital-strategy it is expected PT. BRI
Asuransi Indonesia could survive maintaining company’s targets amidst the covid19 pandemic.

Electronic copy available at: https://ssrn.com/abstract=4250573

 Research data showed that until September 30th 2020, performance of PT. BRI Asuransi Indonesia
has reached 78.9% of the premium production target. This achievement still in line with the work plan in
Q3 and the optimistic hope for remaining 20.1% will be achieved by the end of 2020. So that by changing
the company's marketing communications to digital, it will have a significant impact on achieving the
company's targets.

CONCLUSION

The conclusions that can be conveyed from this case study research are as follows:
1. PT. BRI Asuransi Indonesia is a company providing insurance services which its majority shareholders
belong to PT. Bank Rakyat Indonesia. This company has a prime product, namely Micro Insurance
which meets the characteristics of SMES (Sederhana, Mudah, Ekonomis, Segera)
2. The government in an effort to prevent the spread of the Covid-19 Virus had implemented several
policies, including the Governor Regulation No. 33 of 2020 concerning Large-Scale Social Restrictions
(PSBB) which impacts, especially to companies, is the regulation regarding Work From Home (WFH)
3. In terms of communicating company’s products, instead of using conventional advertising media
(newspapers, magazines, billboards, etc.), PT. BRI Asuransi Indonesia prioritize its advertisements
strategy through social media such as Instagram, Facebook, Twitter and Youtube.
4. Integrated Marketing Concept (IMC) implemented by PT. BRI Asuransi Indonesia focused on using
the BRINS Mobile digital application, interactive marketing through social media, and build publicity
actively by participating as a keynote speaker on various web seminars.
5. By changing the marketing communication strategy focused on digital, the performance of PT. BRI
Asuransi Indonesia is align with their target set by the company amounting to 78,9% by the end of
Q3

Suggestion
Suggestions that researchers recommend to PT. BRI Insurance Indonesia are PT. BRI Asuransi
Indonesia can maximize further the use of other social media such as Tik Tok which allows direct social
interaction and hype as a communication channel in marketing their products. Another strategy that can
be proposed for PT. BRI Asuransi Indonesia is to develop innovation by providing insurance products that
guarantee protection against the Covid-19 Virus.

ACKNOWLEDGEMENT
I am are overwhelmed and grateful to acknowledge Dr. Ahmad Toni, S.Sos.I., M.I.Kom as a lecturer
in Organizational Communication and Leadership course who had guide me to put these ideas from
simplicity into something concrete. I also want to say thank to Mr. Fankar Umran, Mr. Arif Suhirman, Mr.
Ade Zulfikar, Mr. Adi Setyanto, Mr. Sony Harsono, as Board of Management PT. BRI Asuransi Indonesia
and Mr. Budi Legowo as SEVP Business that allows me to conduct small research in this company. Any
attempt can’t be satisfactorily completed without the support and help of my beloved husband Mr.
Anggun Wibowo and my friend Mr. Nungky Laksana and Mr. Wildanu Firdaus and Group Business Division
that can’t be mention one by one.

Electronic copy available at: https://ssrn.com/abstract=4250573

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Electronic copy available at: https://ssrn.com/abstract=4250573